Marketing Research

Marketing Research, 6th Edition, is a comprehensive textbook that connects academic principles with practical managerial decision-making. The text demonstrates how researchers execute analytical methods and explains how business leaders translate research findings into actionable marketing strategies.

Methodological discussions are paired with modern commercial priorities, highlighting how empirical data helps organizations address challenges such as customer equity. Rather than treating international contexts separately, the text incorporates cross-cultural considerations and global scenarios directly into the analysis of research techniques.

Enriched with European and international case studies, this edition provides targeted guidance for students studying marketing research across undergraduate, postgraduate, and MBA degree programs.